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OTX STUDY SHOWS DIGITAL SIGNAGE HAS A POWERFUL IMPACT
Some very promising figures indicating the powerful impact of digital signage have emerged from a media perception study conducted by OTX (Online Testing eXchange) for SeeSaw Networks over the past year. It found that most adults in the U.S. say advertising on digital signage catches their attention, and they consider such advertising unique, entertaining, and less annoying than both traditional and online media.
63 % SAY YES!
We also learn that 63% of those who have seen digital signage say it attracted their attention, the highest percentage among the different types of media surveyed: billboards, magazines, TV, Internet, newspaper, radio and mobile devices.
Another significant result for DDS involves the level of attention paid to the medium by those surveyed: 44% of adults say they pay some or a lot of attention to digital signage advertising, placing it ahead of traditional billboards, the Internet and mobile phones, and on par with magazines, radio and newspapers.
Digital signage appears to be especially effective in reaching young people. The 18-34 demographic, which spends more time on the move and less time at home, is more receptive to DDS advertising and ranks it higher than older demographics do.
The study also demonstrates that digital signage advertising is perceived better than other forms. Only 26% of survey respondents claimed to be annoyed by this type of advertising, compared with 67% for Internet ads. Only newspapers had a better result with 23%. At the same time, fewer respondents (21% and 33%) say they are attracted by or interested in newsprint ads, compared with 48% and 53% for digital signage ads.
Digital signage also positions itself very well as a form of interactive media. Among adults who use text messaging on their mobile phones, 53% say they would be interested in sending a text message in response to advertising on digital signage.
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